CHICAGO: McDonald's kicked off its American Idol Happy Meal toy campaign on April 11 with the help of AOR GolinHarris.
The fast-food giant and Golin will use traditional media outreach, through print, online, and broadcast channels, to highlight the company's partnership with the popular Fox show.
"We always provide toy images and press materials for each promotion," Nicole Neal, manager of US communications for McDonald's, told PRWeek. "[But] there are some promotions, like Idol, that have such a timely excitement attached to them that we naturally are able to bring a higher level of attention to the Happy Meals."
The campaign features Web elements, including American Idol-related content at newly relaunched HappyMeal.com. McDonald's is also running a contest where kids and families can vote for their favorite Happy Meal toys and enter a sweepstakes for a trip to the season finale of American Idol.
Happy Meal boxes will encourage customers to go online to take part in the contest and vote.
This is the second consecutive year that McDonald's has teamed up with the show.
The company did not disclose the campaign budget. Golin has been the fast-food chain's AOR for the past 50 years.